The take-home habit
More people are drinking alcohol
Worldpanel’s in-depth data on alcoholic beverages indicates that Thailand’s alcohol sector has been growing strongly since 2011, with penetration rising among all demographic groups. However, if we look at the short-term trajectory, comparing 2024 with 2023, the household consumption of alcoholic beverages has dropped, both in terms of volume and the number of buyers.
Our shows that more people are drinking alcohol at home, with take-home purchases of alcoholic drinks rising between 2011 and 2024 across all socio-economic groups. RTD (ready to drink) alcohol showed the fastest increase in take-home consumption, with more than one in 10 Thai households buying it at least once in the last year.
As things currently stand, the largest market is still products bought for at-home consumption. However, data from September 2024 indicates that the proportion of value sales contributed by at-home consumers has decreased, while the proportion contributed by out-of-home consumers has increased. The latest ratio is about 60/40.
